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Streaming Dropped To 38.3% Of Total TV Usage In August 2023

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Streaming accounted for 38.3% of total TV usage in August 2023, marking a drop when compared to the previous month. Still, streaming occupied the largest total TV usage share of last month, and by some margin.

Over the past few months, Streaming’s share of total TV usage has continually been on the climb. In July, for example, Streaming accounted for 38.7%, a record high for the category.

However, Streaming’s share declined in August, falling 0.4% down to 38.3%, according to data from Nielsen’s August 2023 The Gauge report. Even after falling, Streaming still remained the dominant category overall, and up 0.6% when compared to June of 2023.

With Streaming points dropped, both Cable and Broadcast were there to pick them up. Cable accounted for 30.2% In August (up from 29.6% in July), while Broadcast accounted for 20.4% (up from 20% in July).

In explaining the change, Nielsen pointed to shows like America’s Got Talent and Big Brother for helping Broadcast viewing, while sports (primarily NFL preseason) and news (primarily the first Presidential debate) helping Cable viewing.

While an increase in August, both Cable and Broadcast were down when compared to the 30.6% for Cable and 20.8% for Broadcast noted in June. Likewise, Broadcast in August was down 5.5% on a year-over-year basis, and Cable was down 10.6% year-over-year.

Peacock and Paramount Plus buck the trend

With Streaming as a whole down, it shouldn’t come as much of a surprise that the share of each individual service was also down.

Of the services that Nielsen provides data on, only Peacock and Paramount Plus managed to generate an increase in August. Peacock rose from 1.1% to 1.2% while Paramount Plus rose from 1% to 1.1%.

YouTube (excluding YouTube TV) remained top overall with 9.1% (down from 9.2%), with Netflix in second at 8.2% (down from 8.5%), and Hulu in third with 3.6%. Unlike YouTube and Netflix, Hulu saw no positive or negative change in August. Prime Video (3.4%) and Disney Plus (2%) also saw no change last month.

Elsewhere, Max dropped to 1.3% (down from 1.4%), Tubi dropped to 1.3% (down from 1.4%), and Pluto TV saw no change (0.9%).

John Finn
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John Finn

By John Finn

John Finn is the Founder and Editor of Streaming Better, a platform created in 2019 to help consumers navigate the complicated live TV streaming and subscription service market.

John has been covering technology for various online publications since 2014. After originally covering the wider tech industry as a writer and editor, John now spends his time focusing on the emerging video-streaming market, including live TV streaming, SVOD, AVOD, FAST, and TVOD services.

In a bid to keep up to date on the industry, John actively subscribes to multiple streaming services at the same time. However, John continues to advocate that the best approach for consumers is to rotate between streaming services as needed.

A Psychology graduate from England, who now lives in the US, John previously worked in the aviation industry as an airline reviewer. While reviewing airlines isn't quite the same as reviewing devices and streaming services, John brings the same analytical eye to all of his reviews and industry analysis, along with a special emphasis on what's best for the consumer.

Connect with John
X: @J_Finns

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